Guided tours shouldn’t be seen as a niche choice – they’re the frontier of travel. A new custom study of 5,000 international leisure travellers by MMGY Travel Intelligence – commissioned by the Globus family of brands – reveals that nearly three-quarters of Gen X (74%) and Younger Boomer (71%) travellers find guided touring holidays appealing – proof of a powerful shift in how the next generation wants to see and experience the world.
“At the root of this study is a clear truth: travellers want flexibility and ease,” said Chris Hall, managing director, Asia Pacific at Globus family of brands. “We believe freedom and ease should always travel together. Our guided tours deliver that balance – with value, peace of mind and the surprise moments travellers crave.”
What travellers want – And why touring delivers:
- Cultural connections (54%): Experiencing new cultures ranks high for travellers. With Globus, insider access and local guides take guests beyond the must-sees into authentic, immersive stories and traditions. From Bedouin bread baking in Jordan to after-hours poetry readings in England, Globus creates deeper connections travellers couldn’t craft on their own.
- Historic, iconic landmarks (52%): Historic sights remain essential. Touring delivers more of these moments without the wait, thanks to VIP access. Thoughtful itineraries maximise time at must-sees while Tour Directors and Local Guides turn every stop into a story.
- Escaping stress (50%): Half of travellers cite stress relief as a motivator. With Globus, big trips feel easy: iconic sights, hand-picked hotels, seamless transport and luggage handling are bundled into one effortless, value-packed touring holiday.
The balance that tips the scale: Beyond these motivators, travellers identified the factors that would most likely push them to choose guided touring for their holiday vs. going on their own:
- A good balance of free time and included activities (60%): Globus delivers structure that sets guests free, with itineraries that balance must-sees and me-time.
- Access to places otherwise off-limits (50%): On tour, travellers unlock places and perspectives most DIY travellers miss – from after-hours museum entries to private local encounters.
- All logistics handled (50%): On a guided tour, guests don’t worry about the “how” – they just enjoy the touring experience. From hand-picked hotels to seamless transfers, Globus handles the details to help them stay in the moment.
- Well-designed, balanced itinerary (49%): Globus’ thoughtful itineraries and new Choice Excursions mean the trip flexes with guests – from active adventures to cultural deep dives and food discoveries.
- Discovering hidden gems and surprises (46%): From tucked-away towns to unforgettable encounters, Globus makes hidden gems the heartbeat of the trip – moments travellers carry home long after the journey ends.
Small Groups, Bigger Appeal. Finally, the study found that small group tours carry wide appeal, with 55% of respondents saying it’s the most attractive touring style. Designed from the ground-up for access and authentic encounters, Globus’ new Small Group Discovery tours, which average 15 guests in Europe (18 worldwide) are proving wildly popular. For 2026, the company has unveiled 61 Small Group Discovery tours worldwide. With fewer travellers, every moment feels more personal, more flexible, more tailored.
“Travellers are realising that tours aren’t a step back from independence – they’re a leap forward from DIY,” said Hall. “With Globus, every trip is upgraded: more stories, less stress and the freedom to enjoy the world instead of sweating the details.”
